TBWA\London Celebrates Outdated Stereotypes of Female Leadership

TBWA\London has created a campaign which celebrates outdated stereotypes of female leadership qualities previously unwelcomed in the workplace, such as empathy, vulnerability, kindness and generosity, calling for everyone to celebrate these leadership qualities and ‘Bring Your Stereotype to Work’, to mark this year’s International Women’s Day.

The campaign was created for Omniwomen UK + Allies, a global initiative dedicated to increasing the number, seniority and influence of women across the Omnicom network. The work promotes the group’s upcoming annual Omniwomen summit titled ‘New leadership in a hyper-connected world’.

The campaign was written and art directed by Cyndall McInerney and Fleur Willems of TBWA\London with design by Luke McClure and Aaron Moss. It was project managed by Katya Hanbury-Williams, Duncan Collins and spearheaded by TBWA\London’s CCO Andy Jex and MD Katie Jackson, who said: “By reframing female stereotypes, we’ll empower women and men to bring emotional intelligence to work and to use it to lead the future of our industry.”